Area guide: Deira City Centre

Known among long-term Dubai residents as the first quality mall in Dubai, Deira City Centre remains one of the city’s stalwarts, but to many of us who live on the other side of town it is all but forgotten. Last year this old hand added 55 new stores to its line-up as part of its expansion, propelling it into the spotlight once again. As well as housing chain favourites such as Topshop, H&M and Virgin Megastore, the Deira-based mall also houses some lesser-known shops that are worth checking out. Here, we forgo the mainstream labels to check out some of the brands that you should know about.

IconicUSP: One reason alone to head to Deira City Centre: the mall is home to the only Iconic outlet in the whole city. This spacious unisex young-fashion department store is affordable, on-trend and the kind of place you’d be happy to while away a few hours.Why go? For the great selection of shoes. On the first floor you’ll find women’s heels, wedges, sneakers, beach bags, fashion and quirky homewares, plus plenty of cool gift ideas. The upper level houses men’s shoes, many for less than Dhs300 and a decent selection of collared plaid shirts.Where? Level one and two, Deira City Centre (04 294 3444).